Description |
xxxi, 592 pages : color illustrations ; 29 cm |
Contents |
1. Introduction to advertising -- 2. Advertising's role in marketing -- 3. Advertising and society -- Part-ending case : chick-fil-A : foundations -- 4. How advertising works -- 5. The consumer audience -- 6. Strategic research -- 7. Strategic planning -- Part-ending case : chick-fil-A : planning and strategy -- 8. Print and out-of-home media -- 9. Broadcast media -- 10. Interactive and alternative media -- 11. Media planning and buying -- Part-ending case : chick-fil-A : effective advertising media -- 12. The creative side and message strategy -- 13. Copywriting -- 14. Design and production -- Part-ending case : chick-fil-A : effective advertising messages -- 15. Direct response -- 16. Sales promotion, events, and sponsorships -- 17. Public relations -- 18. Special advertising situations -- 19. Evaluation of effectiveness -- Part-ending case : chick-fil-A : integration and evaluation |
Bibliography |
Includes bibliographical references (pages 575-580) and index |
Subject |
Advertising.
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Author |
Burnett, John, 1944-
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|
Moriarty, Sandra E. (Sandra Ernst)
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LC no. |
2005047639 |
ISBN |
0131465600 |
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0131968815 International edition paperback |
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